Gold medal: SPAR Hungary • Smurf mania

Between 23 April and 1 June 2009, 15 inhabitants of Smurf village moved to SPAR, KAISER’S, INTERSPAR and PLUS stores. The objectives of the promotion were increasing the number of shop visits and the size of the average basket, and to bring a smile to customers’ faces. After every HUF 4,000 spent shoppers received a Smurf package with a Smurf figure, a small leaflet and a Smurf point inside. Customers could collect all the figures and use the points to buy special products placed on a Smurf display. Research by GfK showed that 62 percent of Hungarian households knew about the campaign and 26 took part. Thanks to SPAR’s excellent performance the chain’s market share grew more after the promotion than before.